Bausch Health’s Salix launches ‘I Wish I Knew’ campaign

Bausch Health’s (BHC) Salix Pharmaceuticals announced its new direct-to-consumer “I Wish I Knew” campaign for Xifaxan, the first and only medicine FDA approved for the reduction in risk of overt hepatic encephalopathy recurrence in adults. Designed to raise awareness about OHE and the role of Xifaxan, “I Wish I Knew” seeks to educate and empower patients and caregivers to take proactive steps in managing their liver disease. In patients with cirrhosis, overt hepatic encephalopathy is one of the key complications that is associated with worsening outcomes, morbidity, and mortality.1 In cirrhosis a damaged liver does not function normally, leading to toxins from the gut entering the bloodstream, and traveling to the brain, which can cause damage, some of which may be irreversible. These OHE episodes may present as alterations in consciousness, cognition, and behavior. Up to 80% of patients with cirrhosis will eventually develop some form of HE. Salix remains steadfast in its mission to educate, empower and provide solutions for individuals at risk for recurrence of OHE. The new 60-second “I Wish I Knew” spot tells the story of a woman with a history of OHE, who reflects on her experience with symptoms of disorientation and confusion. She “wasn’t herself” during this time, but over the course of her treatment with Xifaxan, she experienced a reduction in risk of her OHE episodes.